Beer Industry Insights July 2014
Contact
[email protected] | Tel: +1 212 299 2240
Contents Overview
3
• Overview
4
Volume Analysis
5
• Share of Voice
6
• Buzz Trends
8
• Origin of Buzz
9
Brand Content Analysis
Domain Specific Analysis • Twitter Themes
27
• BeerAdvocate
31
• BeerAdvocate Themes
32
Advocacy Analysis
37
• Social Media Overall Brand Advocacy
38
• BeerAdvocate Brand Advocacy
39
• RateBeer Brand Advocacy
40
10
• Blue Moon
11
• Guinness
14
• Heineken
17
• Lagunitas
20
• Samuel Adams
23
Beer Forums Summary
41
Appendixes'
42
• Data Collection
43
• Advocacy Trends
45
• Brand Categorization
46
Contact © 2014 Brandwatch.com
26
47 2
Overview
© 2014 Brandwatch.com
3
Overview •
The objective of this research is to understand the beer industry's social media landscape.
•
This report analyzes Samuel Adams, Lagunitas, Blue Moon, Heineken and Guinness, providing examples of both craft and mainstream brands to provide a representative picture of the beer industry at large.
•
The timeframe of analysis was from July 1st 2013 to March 31st, 2014
•
It aims to provide a foundation from which beer brands can establish a strong social listening framework.
•
Insights derived from this framework can be used to: - Measure the success of marketing efforts - Formulate strategies for advocacy marketing - Evaluate the competitive landscape - Monitor overall brand health - Build and strengthen relationships with advocates and influencers
© 2014 Brandwatch.com
4
Volume Analysis
© 2014 Brandwatch.com
5
Share of Voice
Brand Presence as measured by Volume of Mentions 8% BLUE MOON
15% SAMUEL ADAMS
Blue Moon had 70,590 mentions
With 141,093 mentions, Samuel Adams led the share of voice out of the craft beers in the five key brands
5% LAGUNITAS Lagunitas had the smallest share of voice with 46,240 mentions
914K MENTIONS
30% GUINNESS Guinness was the second in share of voice with 268,771 mentions
42% HEINEKEN Even after removing sports sponsorship and music sponsorship mentions, Heineken still had the most number of mentions out of the five key brands with 387,016 mentions
Breakdown of Five Key Beer Brands on US Social Media by Volume of Mentions • Note on Data Heineken and Guinness volume excluded sponsorship mentions (See Appendix I) • Import vs. Craft There were more mentions from the two Import beer brands (Heineken & Guinness, 72%) than three domestic craft brands (Samuel Adams, Blue Moon, and Lagunitas, 28%) © 2014 Brandwatch.com
6
Sentiment
Sentiment Breakdown per Brand POSITIVE
NEGATIVE
17706
2657
Lagunitas
3297
564
Heineken
33235
13894
Guinness
33666
6313
6369
1955
Sam Adams
Blue Moon 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
• Out of five key brands, Samuel Adams and Guinness received the most positive reception, with more than 10% of their volume being positive • Their central roles in the boycott of the St. Patrick’s Day parade earned them a significant amount of positive feedback • Heineken was the most polarized brand out of the five © 2014 Brandwatch.com
7
Buzz Trends
Brand Conversation by Month 100000
GUINNESS ST. PATRICK'S DAY
MENTIONS
80000
Blue Moon
60000
Guinness
40000
Heineken
20000
Lagunitas
0
Samuel Adams July
August
September October November December January
2013
February
March
April
2014
Monthly mentions of Beer Brands on US social media • March -There was a significant peak for Guinness in March that was related to St. Patrick's Day; Many businesses advertised Guinness specials and regular consumers updated statuses indicating they were drinking Guinness in celebration of St. Patrick's Day. • March - However, Guinness was not the only company to have a spike in March; three popular brands – Guinness, Heineken and Samuel Adams – all had increases in conversation due to their decision to withdraw sponsorships of the St. Patrick's day parades in support of LGBT Rights. • Daily Patterns - Zooming into daily volume patterns, volumes showed slight increase on weekends, which is a common pattern in the alcohol sector. © 2014 Brandwatch.com
8
Origin of Buzz
Where are people discussing these brands?
30% FACEBOOK 5% FORUM
56% TWITTER
3% NEWS 3% BLOG
From aggregate of all brands, where the conversation is happening • Twitter - More than half of conversation took place on Twitter • BeerAdvocate & RateBeer - Beer Specific domains like BeerAdvocate, RateBeer and other made up 5% of total conversation © 2014 Brandwatch.com
9
Brand Content Analysis
© 2014 Brandwatch.com
10
Blue Moon Themes What's being talked about Blue Moon
• Blue Moon's association with the parent company MillerCoors was frequently highlighted, often in a negative light • People criticized the parent company for disenfranchising Blue Moon of its craft qualities • Frequently mentioned brands besides Blue Moon included Shock Top, Coors Light, and Abbey Ale © 2014 Brandwatch.com
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Blue Moon Influential Mentions
“ Blue Moon beer is made by Miller Coors, but Miller Coors doesn't seem to want anyone to know that. ”
“ @DanTheNapkinMan It's JetBlue spirit, but we've also got some Blue Moon beer! http:// www.jetblue.com/flying-onjetblue/snacks-and-drinks/ … ”
“ ~Game Day Recipe~ Blue Moon White Ale Cupcakes: http:// www.bakeaholicmama.com/ 2012/02/blue-moon-white-alecupcakes.html ”
@whattheffacts
@JetBlue
Bakeaholic Mama
584 RTs
1,815,847 Followers
818 Likes, 606 Shares
“ ... There were a few but I'd have to say Flying Dog Old Scratch amber lager, Pete's Wicked Ale, Sierra Nevada Pale Ale and (I know, I know ) Blue Moon were probably my gateways. My first favorite .... ”
“ Have you seen this map floating around proclaiming Blue Moon Brewing Company the new king of beers across the US? The Atlantic magazine decided to take a closer look at the data. ”
“ ... companies like Miller Coors are slowly closing in on craft beers a ... like they did when they created the unique popular variety called Blue Moon ... Make sure your favorite craft and microbrew is still independently owned and controlled before taking a sip ”
genitempo
RateBeer
Food Babe
563 Comments
3 Shares
493 Comments
• Influential mentions of Blue Moon on US social media • What's Influential? Highly Engaged Content (RT, Likes, comments) or contents from accounts with high followers/subscribers © 2014 Brandwatch.com
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Blue Moon Sentiment Highlights
“ Such a tasty brew. — Drinking a Blue Moon Blackberry Tart Ale by Coors Brewing Company — http://untp.it/12GNk37 ”
“ Angels stadium fails me again. Domestic...Coors light. Premium...blue moon. Embrace the local craft beer scene more than just one stand!! ”
“ @RiotJigu Blue Moon is my favourite day-drinking beer. I also have a local red ale snuck in there – very hoppy though. “
“ I don't love it when people say @MillerCoors "responded" to the craft beer movement with Blue Moon. It's been out for almost 20 years. ”
POSITIVE
@ericjkraus @NikaHarper
NEGATIVE
@stritle @Zimmerino
• Highlight of Positive and Negative mentions on social media © 2014 Brandwatch.com
13
Guinness Themes What's being talked about Guinness
• As pointed out previously, Guinness's boycott of the St. Patrick's Day parade in support of LGBT rights have garnered them a lot of mentions on social media • Particularly in light of St. Patrick's day, Guinness's Irish roots were mentioned alongside the brand name © 2014 Brandwatch.com
14
Guinness Influential Mentions
“ ...'t blame you, there seems to be not much better than a pint of Guinness fresh from the tap, and a Bushmill's on the rocks. That's how I spent most of last night, and plan to spend this evening in a similar fashion.. ”
“ 2 mayors & major beer co.'s including Guinness - are backing out of St. Paddy's parades in support of LGBT groups: http:// cnn.it/1nytHGw ”
“ It was tradition in Ireland that if you donated a pint of blood, you'd receive a pint of Guinness to replace the lost iron. ”
MMAJunkie
@CNN
@UberFacts
1887 Comments
12.8M Followers
2105 Retweets
“ 3 million pints of Guinness will be poured today: http://usat.ly/1nyKHwm ”
“ The president of a Roman Catholic group has called for a boycott of beer makers Guinness, Sam Adams and Heineken after the brewers revoked their sponsorship of the Boston and New York City St. Patrick's Day parades ”
“ Speaking of light beer. Once you start drinking dark ales and stouts like Guinness, regular Budweiser, Miller, and other blonde beers taste like light beers and the light beers like wate”
USA Today
Al Jazeera America
Bulldawg Illustrated
3562 Likes, 1032 Shares
533 Comments
722 Comments
• Influential mentions of Guinness on US social media • What's Influential? Highly Engaged Content (RT, Likes, comments) or contents from accounts with high followers/subscribers © 2014 Brandwatch.com
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Guinness
Sentiment Highlights
“ THE PERFECT PINT OF #GUINNESS http://instagram.com/p/cTTrrNKBKt/ ”
“ @MissCD93xox I'm not a big fan of Guinness :( ...but I'll drink some Irish whiskey!!! ”
“ Looks like I'll have to drop the red wine and drink Guinness and Sam Adam's today.Thanks for your support of our gay community. ”
“ Worst pour ever!! #beerporn #pint #guinness #irish http:// instagram.com/p/kdcFoQGkO8/ ”
POSITIVE
@x210juggalox @RealKevinNash
NEGATIVE
@austinbasis @michaelvasquez9
• Highlight of Positive and Negative mentions on social media © 2014 Brandwatch.com
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Heineken Themes What's being talked about Heineken
• References to advertising campaigns, which were not observed with other brands, appeared frequently • Particularly the "Share the Sofa” campaign, which had a social aspect (hashtag), had strong traction with audiences on Twitter • Frequently mentioned competitor brands included Corona, Red Stripe, Bud Light and Samuel Adams © 2014 Brandwatch.com
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Heineken Influential Mentions
“ … I took a trip to England in 1970 and realized that beer was really better than the good Lowenbrau and Heineken that my Dad would keep around for us. I was.... ”
“ FYI when I take over the world there will no such thing as Reduced Fat Triscuits or Heineken Light. ”
“ a heineken at the lady gaga space show will be so expensive ”
BeerAdvocate
@JimGaffigan
@Childish Gambino
Titanic_Ant
2M Followers
@DonaldGlober 1237 RTs
“ Sam Adams and Heineken join city mayors to boycott St. Patrick's Day parades in support of LGBT rights http://peoplem.ag/uDOBK ”
“ Heineken's "Departure Roulette" will send you to a surprise destination | http://ti.me/ 13uEGVK (via @TIMENewsFeed) ”
“ Conversely, Wrigley Field absolutely sucks. Bud, Bud Light, Old Style, and if you're willing to seek it out, Heineken, Amstel, Labatts, and Modelo. That's it. That's the list. ”
@PeopleMag
@Time
BeerAdvocate
5.5M Followers
5.7M Followers
ratmoss
• Influential mentions of Heineken on US social media • What's Influential? Highly Engaged Content (RT, Likes, comments) or contents from accounts with high followers/subscribers © 2014 Brandwatch.com
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Heineken
Sentiment Highlights
“ @SigmaRue That Van Gogh museum is pretty rad. Heineken brewery is super awesome too. =) ”
“ THE idiot at Heineken that decided to change the bottle style should be congratulated. Now NOW MILLIONS OF COOLERS CANT FIT YOUR PRODUCT!!!”
“ No company has done viral content better than Heineken. This public karaoke idea is brilliant http://youtu.be/ Bbj938krToQ (via @SportsBizDude) ”
“ Heineken Cascade 1 - Adding a popular "craft brewing" hop will not make your beer taste lass like skunky piss water #CraftBeer ”
POSITIVE
@chinbeard @darrenrovell
NEGATIVE
@grantfisher628 @golphur
• Highlight of Positive and Negative mentions on social media © 2014 Brandwatch.com
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Lagunitas Themes What's being talked about Lagunitas
• Brands or breweries that are frequently mentioned with Lagunitas included Stone Brewing, New Belgium, Goose Island, Russian River, and Guinness • Those brands, when compared with brands that surfaced as frequently mentioned for Heineken, definitely highlighted that Lagunitas competes more within the craft realm and less with mainstream brands © 2014 Brandwatch.com
20
Lagunitas Influential Mentions
What beers earned your perfect 5s?
“ Barrel Aged Dark Lord Stout Lagunitas Sucks Three Floyds Bourbon Barrel Aged Moloko Milk Stout that's all that comes to mind right now…. ”
“ Drinking an IPA by @lagunitasbruhws - http:// untp.it/1eUpUsI ”
“ Sam Adams /Boston Beer is powerful, but what is it about power that so inevitably corrupts. Fuck them. We're ready. Drink what thrills ya... ”
westcoastbeerlvr
Will Wheaton
@Lagunitas
544 Comments
@wilw 2.6M Followers
66 Retweets
“ I could imagine making the case for Lagunitas (6), Firestone Walker (20) and Oskar Blues (27). I’d probably cast my vote for Lagunitas, which I expect to be controversial, given their lack of fidelity to traditional rules about beer styles.” djw/lawyersgunsmoneyblog
163 Comments
“ Some good coverage on the toll the government shutdown is taking on craft beer. From brand new breweries to established stalwarts like Lagunitas, the effects are being felt across the board. ”
RateBeer
“ It’s the perfect weekend for BEER! Our Lagunitas Brewing Co tasting was phenomenal@ Thanks for putting it together, Adam! “
Whole Foods Portland Maine
27 Likes
• Influential mentions of Lagunitas on US social media • What's Influential? Highly Engaged Content (RT, Likes, comments) or contents from accounts with high followers/subscribers © 2014 Brandwatch.com
21
Lagunitas Sentiment Highlights
“ @edcasey Maybe I should start talking about my favorite beers. BOY I SURE DO LOVE THAT LAGUNITAS IPA. ”
“ That a brewery the size of @lagunitasbruhws does not use easily recognizable freshness dating on its bottles is ridiculous. Do better. ”
“ @walker_winner "what's your favorite IPA" I like Lagunitas, Kane's Head High and one I got from the @greatsouthbay called Massive ”
“ Lagunitas brewery having trouble in the CA drought - oh no! http:// thinkprogress.org/climate/ 2014/02/24/3322641/californiadrought-beer/# …”
POSITIVE
NEGATIVE
@inthefade @mingchen37
@BeerScribe @bgrassbluecrab
• Highlight of Positive and Negative mentions on social media © 2014 Brandwatch.com
22
Samuel Adams Themes What's being talked about Samuel Adams
• Special editions of Samuel Adams such as White Christmas and Octoberfest drove a lot of conversation • Like Lagunitas, Samuel Adams was mentioned along other more craft brands like Shock Top, New Belgium and to a certain extent, Angry Orchard, but Samuel Adams was also frequently mentioned with Bud Light, Stella Artois, and Guinness which are arguably more mainstream • From this competitor profile, we can see that Samuel Adams sits somewhere between craft and mainstream in terms of brand positioning © 2014 Brandwatch.com
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Samuel Adams Influential Mentions
“ How Does Sam Adams Beer Respond To The Gay Participant Discrimination At South Boston's St. Patrick's Day Parade? http:// perez.ly/1iKuF0n ”
“ .@HonJohnBaird two close ones! Congrats to #TeamCanada. Making good on my promise:case of @SamuelAdamsBeer on the way pic.twitter.com/RMkPIJlpr8 ”
“ The most expensive beer in the U.S. is Samuel Adams' Utopia. It costs $150 per 700ML, is released every 2 years and is banned in 13 states. ”
@PerezHilton
@JohnKerry
@UberFacts
5.95M Followers
1302 Retweets
1489 Retweets
“ What a terrific and easy meal! I was going to cook drumsticks for dinner but wasn't sure how. Now I know! I can't wait to try it! And with the Sam Adams Summer Ale (which is all the beer I have), the chicken might end up with ”
“ The maker of Sam Adams beer announced Friday that it is withdrawing its sponsorship of Boston's St. Patrick's Day parade because organizers exclude gay groups.. ”
What is your fav beer from Sam Adams?
“ Hate to be unoriginal, but I've reviewed 16 Sam Adams beers, and Boston Lager remains my favorite, with Boston exclusives 26.2 and Brick Red not too far behind. Meanwhile,their Imperial Stout is by far the worst beer I've ever had.. ”
My Daily Dish
Al Jazeera America
Alextricity
224 Comments
3,626 Likes
Beeradvocate
• Influential mentions of Samuel Adams on US social media • What's Influential? Highly Engaged Content (RT, Likes, comments) or contents from accounts with high followers/subscribers © 2014 Brandwatch.com
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Samuel Adams Sentiment Highlights
“ A lesson from @SamuelAdamsBeer: Sometimes it's best to flatter your competition. http://bit.ly/1apRtbi ”
“ Cheering @SamuelAdamsBeer for withdrawing it's sponsorship of Boston's St. Patrick's Day parade because organizers exclude gay groups ”
“ Sadly scratching #SamAdams beer off my list. St. Patrick's Day is not about gay pride and shame on the company for taking that side #tcot ”
“ Samuel Adams is like the Raccoon Piss of beer … ”
POSITIVE
@Inc @MiaFarrow
NEGATIVE
@PaulReverePress @CowboyCharming
• Highlight of Positive and Negative mentions on social media © 2014 Brandwatch.com
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Twitter Domain Specific Analysis
© 2014 Brandwatch.com
26
Twitter Themes Twitter Specific Trends
• These brands have a strong Twitter presence, frequently attracting consumer engagement • St. Patrick’s Day was a big topic on Twitter across all brands • A campaign ran by @walkingdead_amc (sponsored by Heineken) was also a major Twitter topic (i.e. "Be sure to log onto the new and improved #TWD #StorySync Sun @ 9|8c! http://bit.ly/1kIbvrP Sponsored by @Heineken_us pic.twitter.com/BhSWf871Qm" Link) © 2014 Brandwatch.com
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UnTappd Share on Twitter By Percentage Per Brand OTHERS
UNTAPPED SHARES
Sam Adams
32724
Lagunitas
15070
Heineken
6532
Guinness
3090
Blue Moon
8423 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
• Untapped, an app where users keep record of and publish the types of beer they are drinking, has sharing options on Twitter and it shows an interesting insight into what people share about their drink habits • The UnTapped share numbers showed overwhelming dominance by craft brands over mainstream beer brands both in terms of percentage share within each respective brand and absolute number of Tweet shares • This suggests that people are more likely to share the fact that they are drinking craft brands like Lagunitas or Samuel Adams than brands like Heineken or Guinness • Lagunitas, in particular, had a very active Untapped user following who tweeted about drinking beers from the brand • Number of shares above might be incongruous with the actual market share or overall Twitter volume for these five key brands, but it's an indication on what people like to share on social or with which brands consumers would like to associate themselves • This is a good example of how certain brands reap benefits from free social marketing © 2014 Brandwatch.com
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BeerAdvocate Domain Specific Analysis
© 2014 Brandwatch.com
29
BeerAdvocate Share of Voice Volume of Mentions
8% BLUE MOON 33% SAMUEL ADAMS
9% GUINNESS
678
MENTIONS
6% HEINEKEN
43% LAGUNITAS
Breakdown of five key beer brands on BeerAdvocate by Volume of Mentions • Unlike that from overall social sphere, craft brands like Lagunitas and Samuel Adams were discussed in higher volume on Beer Advocate • Total volume for these five key brands was low, suggesting BeerAdvocate predominantly discusses other brands or have other types of unbranded industry-level discussions © 2014 Brandwatch.com
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Branded Conversation Major Beer Brands on BeerAdvocate
1.2% PREMIUM BEER
92.3%
UNBRANDED OR NICHE CRAFTS
1.4% DOMESTIC
5.1% MAINSTREAM CRAFT
• All mentions of BeerAdvocate on Brandwatch were categorized based on Brand Types; most major beer brands as well as the five key brands were used to identify each post • As observed in the volume of five key brands, these forums tended not to discuss mainstream beers and users on BeerAdvocate tend to discuss very niche craft brands like Hill Farmstead, Cherry Rye, Tired Hands, Funky Buddha, and Firestone © 2014 Brandwatch.com
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BeerAdvocate Themes What's being talked about on BeerAdvocate
• A lot of "trade" keywords related to trade shows and beer trade information indicate that users of these forums have expertise in this field • There are a lot of keywords indicating discussions around flavor and taste of the beer which suggests that BeerAdvocate is a channel for knowledge exchange allowing users to discover new beers based on recommendations • Often mentioned brands and breweries on BeerAdvocate included, Heady Topper, Bruery, Goose Island (Bourbon County Stout), Hill Farmstead, Cherry Rye, Tired Hands, Funky Buddha, Firestone © 2014 Brandwatch.com
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RateBeer Domain Specific Analysis
© 2014 Brandwatch.com
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RateBeer Share of Voice Volume of Mentions
12% BLUE MOON 37% SAMUEL ADAMS
344
19% GUINNESS
MENTIONS 9% HEINEKEN
24% LAGUNITAS
Breakdown of Five Key Beer Brands on RateBeer by Volume of Mentions • As was the case in BeerAdvocate, discussions of craft brands like Lagunitas and Samuel Adams were much more dominant in the RateBeer • Total volume for five key brands also relatively low © 2014 Brandwatch.com
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Branded Conversation Major Beer Brands on BeerAdvocate
3.3% PREMIUM BEER
89.1%
UNBRANDED OR NICHE CRAFTS
2.3% DOMESTIC
5.4% MAINSTREAM CRAFT
• All mentions of RateBeer on Brandwatch were categorized based on brand types • RateBeer shows slightly higher percentages of mainstream beer brand discussions but still, 89% have either unbranded industry level discussions or very niche craft brand mentions © 2014 Brandwatch.com
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RateBeer Themes
What's being talked about on BeerAdvocate
• There are similar profile of keywords to that from BeerAdvocate, which again supports the claim that these forums are where audiences come to gain more expert knowledge on the beer space • Frequently mentioned brands included Crooked Stave and The Bruery - Bottleworks XII © 2014 Brandwatch.com
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Advocacy Analysis
© 2014 Brandwatch.com
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Brand Advocacy
Advocacy Indicators per Brands Overall 14%
10% 8%
AVERAGE 6.4%
6%
ADVOCACY %
12%
4% 2% 0% Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
• Analysis of advocacy indicators across five brands (as defined by Appendix II) • Even though larger brands also have larger raw volume of mentions with advocacy indicators, in terms of the percentage, most brands had about the same level of advocacy • Advocacy score on average across five brands was 6.4% • Guinness led the advocacy race with a score of 7.3% • Besides consumers directly expressing love for the brand Guinness, there were also a lot of mentions around love for the cocktail Irish car bombs as well as St. Patrick's Day festivities © 2014 Brandwatch.com
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BeerAdvocate Brand Advocacy 14%
10% 8% 6%
ADVOCACY %
12%
4%
4
6
1
36
21
2% 0%
Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
• Searching for the same Advocacy Indicators for each brand • On BeerAdvocate, we see slight increase in percentage of advocacy indicators for brands on average with Lagunitas being the most advocated • However the sample size for these brands and advocacy indicators were too small to make any conclusive statements © 2014 Brandwatch.com
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RateBeer Brand Advocacy 14%
10% 8% 6%
ADVOCACY %
12%
4% 2% 0% Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
• Searching for the same Advocacy Indicators for each brand • On RateBeer, we see Guinness being the most advocated brand followed by Blue Moon • Again because of the small sample size for these brands on RateBeer we cannot make any conclusive statements © 2014 Brandwatch.com
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Beer Forums
Summary & Recommendation
Advocacy
Discussions from advocates focus around the quality of the beer • Beer forum posts were more likely to discuss beer qualities such as flavor, brewery and manufacturing process • Beer quality topics were more likely to garner attention from beer aficionados
Niche Crafts
Beer forums are dominated by very niche craft conversation • Even craft brands like Blue Moon, Samuel Adams and Lagunitas didn't seem to have huge following to users of these beer forums • Forum commenters disregarded brands like Blue Moon as subpar • Instead, breweries like Funky Buddha, Bruery, Hill Farmstead, Tired Hands, Double Sunshine, Firestone were popular amongst these beer specific forums
© 2014 Brandwatch.com
• Platforms like Twitter or Facebook are dominant by volume but filled with noise and simplistic mentions of the brand; on the contrary Beer specific forums may be small in volume but are channels where higher quality discussions like flavor critique and trade information takes place • Tone of voice on these forums tend to be more critical, assessing what tastes better or why certain brands produce better beers • Users on these forums tend to discuss more niche microbrewery beer brands • Positive association within this forum can increase the brand's image to appear more "craft"-y and "critic's choice" • There is a tendency for backlash towards brands that used to have craft appeal and are now seen to be losing their craft qualities after acquisition by major brands • Most members of these beer forums tend to lament how certain bars or venues that only carry mainstream brands like Heineken
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Appendix
© 2014 Brandwatch.com
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Appendix I Data collection
•
Brandwatch's collection of explicit mentions of five beer brands
•
Blue Moon, Samuel Adams, Lagunitas, Heineken, & Guinness
•
Collected data from each brands were then filtered appropriately to remove spam and irrelevant noise
•
Research Date Range: July 1st 2013 to March 31st, 2014
•
Region & Language: US & English
•
In addition, Brandwatch scraped mentions from beer specific forums BeerAdvocate & RateBeer
© 2014 Brandwatch.com
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Appendix II
Heineken & Guinness Data Manipulation 11% SPORTS SPONSORSHIP 3% MUSIC SPONSORSHIP
Heineken
86% OTHERS
Guinness
97% OTHERS 3% SPORTS SPONSORSHIP
• For brands like Heineken and Guinness, there were significant portion of the volume that discussed the brand in the context of their respective branded sponsored events in music and sports • While these are interesting characteristics that accentuations differences in profiles between two mainstream import brands and three domestic craft brands, these data did not give much insight into how these brands' beers are perceived by the audience. Therefore these sponsorship mentions were removed for the purposes of the analysis • Heineken Heineken Classic, Heineken Manchester City Partnership etc… • Guinness Guinness Champions Cup © 2014 Brandwatch.com
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Appendix III Advocacy Trends
What we deem as an advocacy indicator •
Explicit mentions of rating highly or giving good score
•
Recommendation and endorsement, "go to beer", "always would buy”
•
Fan of, proponent of, advocate of, supporter of
•
Not including "questions" that contain the same phrases as above
•
Delicious, "good flavor", or refreshing tastes
© 2014 Brandwatch.com
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Contact Email
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Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
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